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Turning Reluctant Readers into Loyal Fans

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In just a brief one-twentieth of a second–less than half the time it takes to blink–people make aesthetic judgments that influence the rest of their experience with an Internet site.

–Kamakshi Tandon
REUTERS, Internet users judge Web sites in less than a blink
Jan. 17, 2006
Liz reading computer

We’ve got less than a blink to grab a reader’s attention. The reader clicks in. Looks. Decides and then . . . and then what? . . . Do they stay or do they leave? If they stay, did what they see lend our words more credibility or did it take some away?

Design, curb appeal, packaging–whatever you call it–it’s what brings customer-readers further into our businesses and our blogs. They recognize what works for them and what doesn’t. If it doesn’t, they’re gone so quickly that even our stats programs don’t know. Try the Blink Test if you want a baseline idea of what your readers are seeing before they blink.

What about reluctant readers, undecideds who decide to stay a little longer? What can we do to convince them to stay? Better yet, how can we turn them into fans?

Capturing the Attention of Reluctant Readers

Uber Reader Sign

In educational publishing, we have a euphemism, “reluctant readers.” It’s used to describe kids who, when they see a textbook, they turn away to find their inline skates. When I write on literacy, they are my favorite customers to write for and about.

I don’t much like that euphemism applied only to those kids because I’m constantly having to remind other teachers that,

. . . we’re all reluctant readers and becoming more and more so. If you’re a skeptic on this point, try reading the tax code–or any “have-to” document on your least favorite subject. You’ll wish that there were something more to see than long columns of endless text, something to break up the boring words.

With more and more ways to spend our leisure time, even television shows are becoming bulleted lists.

Reader Support as Part of Your Brand

Those kids we call reluctant readers do leave their inline skates to read what they’re interested in–things like books on extreme sports and the latest gaming websites and blogs–if they’re made right. Here’s what you can take from educational research to catch the attention of normal, everday reluctant readers. You can use it to brand your blog as a worthwhile source of quality content. It’s one more way, that you can make customer-reader support a resounding part of your niche brand.

  • Use sub-heads liberally. Sub-heads break the text into shorter bits. Subconsciously that not only tells me what this bit is about. It also says I only have to read this far and then I get to breathe again. People not only like subheads, search engines like them too.
  • Use everyday words. A big vocabulary doesn’t bring us closer together, it sets you apart. The word use is a fine one, use it. Don’t set it aside for utilize. That makes me, as a reader, stop to wonder whether you mean something different from the what use would have said. Anything that stops a reader works against your message being heard.
  • Use pictures, images, art, and color to enhance your message. Do this with care. It’s easy to distract. Place only one or two images. Place them where they add value to the text. Try to put images where you’d expect to find them. If you’re not sure ask a customer-reader to give you feedback on how you’re doing. Remember that design seems easy, but it’s not.
  • Take the time to write something short. The point here is to make every word count. Read your post over to take out all of the words that you don’t need. Be lethal. It’s amazing how many extra words you can find when your quest is to go looking for them. A few sentences ago, I turned this into two posts instead of one.
  • Use typographic cues, such as bold and italic, to show what’s important. Be consistent and try not to make everything important. If you use underlined text to show what is a link, don’t use an underline for anything else. If you make everything important, then you’ve really said that nothing is.

Each of these points are about helping reluctant readers like me figure out quickly what’s important and what’s not, so that when I’m done reading what you wrote. I feel like we’re both smart.

Reluctant Readers to Loyal Fans

Ever read something that made you feel like the writer was saying something you always thought? . . . or something that just made you feel smart for reading it? Bet you went back to see what else that writer had to say . . . .

But then, you knew all this. You have a favorites list. You know what it takes to make a fan. I’m just offering some hints on how to get the undecideds to come in, so that you get a chance to do just that.

–ME “Liz” Strauss

Success in a Blink and a Blink Test
Business, Blogs, and Niche-Brand Marketing
How to Code Accessible Links–Part 1
What Is Content that Keeps Readers?
Audience is Your Destination

GAWKER Design: Curb Appeal as Customer-Centered Promotion

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The Qualities of Great Curb Appeal

Great design is branding that whispers. Like a house with fabulous curb appeal, a uniquely-inspired stained glass window, or the fine lines on a fabulous car, design is promotion that draws you nearer. It entices customers or readers to come closer–to see for themselves what’s being offered.

Don’t think for a minute that looks don’t count. First impressions tell customers that a business understands who their customers are and that the business knows what their customers are looking for. GAWKER understands curb appeal and uses it to deliver customers to their own front door.

Product is the what and the how. Product is the content and the quality that gets customers coming back. But whether it’s a blog, a bistro, or barometer, product is nothing if it never gets to a customer. If no one comes to read it, or dine there, or buy it. Then how can you say that the product is good?

That’s where design–curb appeal–comes in. Design is the why and the romance. Like quality product, good design starts with the customer. It tells the customer what this product is and who it’s for. Design done well makes the promise that the product keeps. It says, “Come here, and try this. You won’t be sorry.” If the product is quality, you’re not sorry. You’re delighted you tried it.

Gawker and the Curb Appeal Checklist

GAWKER passes a Curb Appeal checklist with flying colors.

  • The name of the product, GAWKER, is big, bold, and colorful. GAWKER speaks to the audience that the product is made for. Cover all but that word–GAWKER–and you still know this blog is not meant for your grandmother’s golf team or your little brother’s playschool. GAWKER looks and sounds slightly irreverent and obviously self-content.
  • All things on the page speak to 21-34 year old, mid-high to high income professionals. GAWKER shows their achieving, metro-readers an environment they’re comfortable with, one that says, “you belong here with us. We speak the same language. We do the same things.”
  • Even the ads make readers feel cool. As the New Yorker pointed out, you won’t see pharmacutical ads in GAWKER, because all GAWKER readers are “young and beautiful.” At least, that’s how they want to see themselves.
  • In other words, you can tell by looking, that GAWKER has one BIG IDEA–CELEBRITIES ONLY–Content and Customers. You’ll read about them and feel like one too. No confusion here. Customers know right away whether this is their gig or not. GAWKER doesn’t waste your time if you don’t want what GAWKWER”s got.

In terms of the curb appeal the closer a reader gets, the better GAWKER looks. GAWKER has mastered brand-niche marketing.

Promise and Product Perfectly Wed

As a reader, I find exactly what I expected–the jazzy, snarky, celebrity gossip that makes me feel like a slightly smarter, sharper celebrity than the folks being talked about. GAWKER passes the test because everything they do says they know who their customers are. That knowledge shows in every detail of their product. The promise and product are perfectly wed.

The key to GAWKER-level design is knowing your customers so well that your customers can see themselves in every detail of what you do. Top-notch design and product-driven packaging require complete attention and constant awareness of customervalues and customer needs.

When was the last time you checked in with your customers about the curb appeal of your blog or business? Are you sure your product and promise are perfectly wed?

–ME “Liz” Strauss

Related articles:
Blog Promotion: Checking Out Curb Appeal
Five Design Basics to Never Forget
Blog Design Checklist
Great Photo Resources to Support Readers

Google Measure Map Tracks Readers

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Guest Reviewer: John Hamman

John Hamman, at the Ladder Project, has a fine review of Google’s newest purchase, Measure Map. Measure Map is a focused, real-time stats program for blogs that measures visitors and links, comments, and posts. Click the screenshot to get to John’s thorough and timely review.

Measure Map’s Features Look Attractive

This screenshot takes you to the Google blog discussion of Measure Map.

It’s good business to ask questions about our readers. Will Measure Map have the answers?

–ME “Liz” Strauss

Related articles:
Check Google Backlinks Through Yahoo
Google Homepage–Got Yours Yet?
Google Zeitgeist–Will Make ME Millions
Speaking of Zeitgeist–Don’t Leave Trends

Success in a Blink and a Blink Test

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In 2005, Malcolm Gladwell’s bestselling book “Blink.” introduced the idea that we make make decisions about people and things almost instantaneously– long before we do the cognitive thinking about them.

Last week, Reuters reported that Canadian researchers have found that people make just such decisions about Internet sites, deciding in less than a blink whether they will stay or click away from them. Here’s a link to the article.

Reuters Screen Shot Article Link

I wonder what Reuters was thinking to write an article so short that you miss the whole thing if you blink?

A Blink Test

Before you blink away, you might try this the next time you bring up your blog or web page. Try to see your blog as if it were one you’d never seen it before.

  • 1. Close your eyes for a minute. Then open them once the page is up.
  • 2. Pay attention to where your eyes fall first. Is that where you want them to?
  • 3. Look at a blank wall or a blank piece of paper for a minute. Then look back again. What attracts or distracts you? Does anything make you want to stay or leave?

Use what you find out to make sure your blog gets a “yes” in that first blink.

THIS JUST IN:
Gary an SOB over at Blogoplex did a test on several blogs including this one . . . Click through to read his blink test results. See whether you agree.

–ME “Liz” Strauss

Re;ated articles:
Blog Promotion: Checking Out Curb Appeal
Five Design Basics to Never Forget
Blog Design Checklist
Great Photo Resources to Support Readers

How to Code Accessible Links–Part 1

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Cas read my article on how to code hyperlinks and in the comments shared some discussion about the importance of accessible links–a topic which had come up earlier in Successful-Blog conversations. In my usual fashion I invited Cas to write on the subject and she took up the challenge. Her response was to do a series of articles on accessible hyperlinks. I, for one, am so glad she did. She really does know so much more about such things than I do. In fact, she knows so much more that I asked her to start by just clarifying for me what is it that makes an Accessible link. –ME “Liz” Strauss

How to Code Accessible Links–Part One: The Basics
by Cas of Brightmeadow

Liz has already written a great article on how to code hyperlinks. I’d like to take this one further and show you how to code accessible hyperlinks. If you are happy with how to manually code hyperlinks, then we can continue. If you aren’t, or feel like you need a bit of a refresher, I do recommend you read the article. We’ll wait.

Ok, ready?

What is an accessible link?

Web accessibility is about making your website accessible to all Internet users (both disabled and non-disabled), regardless of what browsing technology they’re using. An “accessible link” therefore, is simply a link that imparts as much information to as many users as possible. It enables the reader to preview the link, making an informed decision about whether to follow it or not, and helps to differentiate between links that may share link text but refer to different targets

So why should I worry about accessibility?

Not everyone views the Web in the same way that you do – accessibility is not just for disabled users. It is for the many potential readers who might be browsing your site on a dial-up connection, using a screen-reader, using a mobile device with a small screen, or using a text-only browser such as Lynx. By making your website accessible you are opening it up to a much wider potential audience. Making something accessible for humans also has the side effect of making it more accessible for search engines. If you make a living through your site, happy readers, and happy search engines just make good sense.

Not convinced?

Not convinced that this is necessary? Turn off the images in your browser, and then the stylesheet, and see if you can still successfully navigate your website and get meaning from your content. What you see now is roughly how someone with visual impairment, or a text-only browser, views your website.

  • Internet Explorer: Tools > Internet Options > Advanced > Multimedia > Show pictures (uncheck)
  • Firefox: Tools > Options > Web features > Load images (uncheck)
  • Opera: Tools > Preferences > Multimedia > Show no images
  • Stylesheets: View > Page Styles > No style

So how do I go about making my links accessible?

It really isn’t that hard. If you’re already manually coding your links, making them accessible is just a case of putting in a few extra bits of text.
This how-to is in three parts, and will walk you through what you need to know:

  1. How to code an accessible hyperlink
  2. How to code an accessible image
  3. How to code an accessible embedded hyperlink

Throughout this article I will be using http://www.foo.com as an demonstration. Simply replace this, and any other exemplar text with the particulars for what you are doing.

How to code an accessible text hyperlink

Basic code

Just to remind you what the basic hyperlink code looks like:
<a href=”http://www.foo.com”>Descriptive Link Anchor Text </a>

The TITLE description – how it works

It is the TITLE attribute that makes a link accessible. It is inserted after the URL but before the first closing angled bracket and contains descriptive text, enabling the reader to ‘preview’ the link. This in turn allows users to more accurately guess where the link will take them, and make a more informed decision about whether or not they should follow it. Roll your mouse over this example link and you will see what I mean. The text that appears by your mouse cursor is the preview.
Example link

Accessible code

<a href=”http://www.foo.com” title=”Descriptive text” >
Link anchor text will render like this: Link anchor text

When to use

Every hyperlink should have a TITLE attribute.

A few notes

The descriptive title can be any text you want, though to make it as accessible as possible, follow these simple rules:

  • It should say something about the destination of the link.
  • It needs to be between 3 and 80 characters long. A single sentence is normally sufficient.

–Cas and Liz

The Complete Series
How to Code Accessible Links
This one: How to Code Accessible Links–Part 1
How to Code Accessible Links–Part 2
How to Code Accessible Links–Part 3

Google Zeitgeist–Will Make ME Millions

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Think everyone’s in a foul mood?
Check Google Zeitgeist it could be true.

googleblog_blogspot.com Zeitgeist

The word Zeitgeist refers to the intellectual, cultural and moral climate of an era. It’s the taste, the outlook, the spirit of the times, so to speak. I think you can have a personal Zeitgeist as well. My own has been suffering from karma-skew all through 2005. I hope to master it in 2006, and I’m looking for every tool to do so. I think Google Zeitgeist might do the trick.

Every month Google interprets the latest search data it has collected for trends, bits of information, and patterns in user searches to make a statistical snapshot in the form of a report called Zeitgeist Watch. You can find it on the Google Blog. The information gathered by Google Zeitgeist isn’t particularly new, but where they take it is. The way they’ve thought-through Zeitgeist makes it a pleasure to behold and a joy to use. Despite my wariness of big conglomerates getting bigger, I just can’t turn up my nose at this one. It’s too much fun for a strategy fanatic like me.

Basically Google Zeitgeist lets you into the minds of Google searchers–our readers. Others attempt to do that, but Google performs it in a visually-friendly, intuitive fashion. They didn’t get to be Google, after all, by making things harder, now did they? Rather than just stopping with an alphabetical list of tags, they’ve analyzed the list into patterns of like-minded choices. This makes the bigger picture stand out.

As shown above, the Zeitgeist categories for October 2005 include

  1. Look It Up
  2. Popular Brick and Mortar Companies
  3. Popular Solo Singers
  4. What Else to Do On Line

The popular search term categories for October 2005 include

  1. Top Worries
  2. Popular Sports
  3. Popular Newsmakers
  4. Tabloid Fodder

The popular Image search categoriess for October 2005 include

  1. Popular Cars
  2. Popular Wizards and Superheroes
  3. Popular Bands
  4. Tabloid Concepts

Just by checking those three lists, we have a sense of what our readers might be thinking, and what topics might be hot. Look a little further, and find that Zeitgeist covers no less than 23 other countries beyond the US. As a person who is curious and fascinated by human behavior, this is like a major Christmas toy. It’s been out for a while now. So if you’ve not played with it yet, it’s time you give Zeitgeist a try. I can see posts in the lists for almost any blog.

But first I’m going to use Google Zeitgeist to invent a Television Game Show. It will have a 20-second song for the final round question like the one that Merv Griffin did for Jeopardy. That’s how I’m going to make millions.

Heck I bet after that the famousblog read by royalty, tycoons, and the rich and famous–Blogebrity–will move me from the C List up to the prestigious A List. Then it will be Veuvre Champagne for everyone in the Signature Room at the top of the John Hancock in Chicago. I’ll be buying and flying you all in. Which might be too nice and thereby force Blogebrity to push me back to the C List again. Oh well, I was only getting 15 minutes of fame to start with.

It’s the money I need desperately. I’ve got a kid in college you know. So the millions will come in handy. My son will use them to graduate from Georgetown. One day he will be a famous CEO of a mega corporation and maybe take of his mom in her doting old age and deterioration.

Thanks for these things will be due to Google and their Zeitgeist Watch lists–the little analysis program that made all of my dreams come true. 🙂

–ME “Liz” Strauss